MILAN, Jan 22, 2006/ FW/ --- The age group of thirtysometings that grew up with MTV are often referred to in this way but perhaps an equally apt name would be the Sneaker Generation. For them, sports clothing, as well as being comfortable, can be seen to have become a lifestyle choice.

What happens however when you are obliged to go to work and florescent splashes on your footwear just won’t do? The answer it seems is to find a shoe that combines both comfort and acceptability in the workplace. There is an inherent logic here for manufacturers also, especially when the target demographic has the spending power to justify prices normally associated with top end Italian shoes.

This then is the context in which the sports brand Puma launches its collaboration with designer Neil Barrett to create a line of clothing, footwear and accessories for the discerning young businessperson.

While taking its inspiration from the world of sport, the line is destined more for waiting in a departure lounge or running for a taxi, hence 96 Hours – four days being the average length of a business trip apparently.

Using influences from amongst golf and soccer, the collection of footwear is especially strong and can, realised in the colors and materials normally connected with traditional shoes, easily be imagined making the transition from the street to the office.

The bags also ally functionality and smartness with a modern conceptual design, which will appeal to the image conscious. A tube style carrier, into which clothes are rolled rather than folded, highlights this and also shows how the collection was conceived with travel in mind.

The line of clothing however, while undeniably sleek and well designed, seems perhaps to close to its roots in running apparel to translate easily to business; unless of course you are in the business of web-design!